Marketing professor featured in social networking study

Neil Hair, assistant professor of marketing in the E. Philip Saunders College of Business, says companies are using social media to collaborate within and between organizations for human resources, supplier and customer relationship management, and collaboration and innovation of stakeholders—amassing an army of vocal advocates to help spread marketing messages, and doing so with advanced metrics for measuring performance. He participated in Cisco’s third-party global study designed to assess how organizations use consumer social networking tools to collaborate externally.

The research—conducted last April through September—revealed the need for stronger governance and IT involvement. It is the first of a two-part series that Cisco has commissioned to explore the impact of social networking and collaboration applications in the enterprise.